Sales Skills in an Operational Community

Presented by Mary Krantz

Sales Skills in an Operating Community

Sales ProcessWhat constitutes and effective tour?Managing available inventory and identifying strategies for selling least desireable apartmentsWhat are your current challenges?Share a recent success?

Sales Process - Operating

Transitioning from pre-openingSales: a vision of physical plant, residents and staff.Occupancy: “Someday”

Existing Operating CommunitySales: community built, up and running with residents and staff in placeOccupancy: “How soon can we move you in?”

Sales Process

Building rapport and relating & Discovery of needsPresenting your community and the tourOvercoming objections and gaining commitmentSaleFollow-up

Discovery and building rapport - 1

Sales Person PreparationPhysical:

Do you have a specific private area identified or was the discovery room “acquired” for other use?Discussion:

Use of ModelsUse of OfficeUse of common space

Discovery and building rapport - 2

Process remains the sameExplain the processOpen probes

Checklist – asking the right questionsNeeds and wants – current situationGeneral HealthGeneral Knowledge of communityDecision makersTime Line

Discovery and building rapport - 3

Checklist continuedProspect personality styleEarly objections and concernsGeneral level of affordabilityType of apartmentWhat is most important

Role Play

Presenting the community

Location: discovery areaFeatures, Advantages & Benefits

Community is up and running – you not only tell but can give a heads up that they will seeCustomized to what you have discoveredCollateral and Contract/Agreement

Role Play - Handouts

What constitutes an effective tour?

PreparationModels checkedCommunity walked & calendar taken into account – no land mines

Customized to the interest of the prospectTo lunch or not to lunchUse of residentsInitial versus RepeatRole Play – Handouts

Managing available inventory

REPSMain Report: Apartment AvailabilityOthers: pending cancellation, scheduled move-ins – what else?

Supplemental Tools: Be consistent Dry Erase Boards - VisualExcel Spreadsheets – calculating dataWord Documents – Master

Identifying strategies for selling least desirable apartments & locations - 1

Identifying “dog” units and their “issues” via discovery & objectifying

Customer feedbackPhysicalEmotionalFinancial

Sales Team BiasPersonal feelingsMore difficult sale – takes more time

Identifying strategies for selling least desirable apartments & locations - 2

How to overcome? Incentives?Discount

Entry FeeMonthly Service Fee or 2nd Person Fee (Time limit?)

Upgrade - customizePoor view – upgrade window treatmentsPoor location – upgrade parkingNoise – fountain for patio

What are your current challenges?

Discussion of challenges in your specific communityCommon themes?

Aging community – physical plant tiredResidents aging in placeProgramming, activities, Dining venues

Share a recent success?

Share your successShare your ideasOther

Thank you